Young Women’s Perception of Sustainable Fashion in Invercargill
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Authors
Nieto, Florencia
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Degree
Master of Applied Management
Grantor
Southern Institute of Technology
Date
2023-07
Supervisors
Bodkin-Allen, Sally
Type
Masters Dissertation
Ngā Upoko Tukutuku (Māori subject headings)
Keyword
Sustainable fashion
Awareness
Education
Consumer behaviour
Awareness
Education
Consumer behaviour
ANZSRC Field of Research Code (2020)
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Abstract
This research project explores the knowledge and attitudes of high school female students towards sustainable fashion. The study aims to address the knowledge gap and promote sustainable fashion practices among young women.
The study follows a pragmatic research philosophy and employs an exploratory approach through an intervention and mixed-method design. Data collection is conducted through questionnaires and focus groups, allowing for quantitative and qualitative data analysis.
The findings reveal a significant disparity in awareness levels among the participants, with a considerable portion lacking knowledge or comprehension of sustainable fashion. The research highlights the need for intervention within the educational framework to integrate sustainability education, including sustainable fashion, into school curricula. It emphasizes the role of education in shaping sustainable behaviours and attitudes among high school students.
The study also uncovers the complex relationship between individuals and clothing, showcasing the influence of self-perception, social identity, and consumer behaviour on sustainable fashion consumption. It identifies barriers, such as the perception that sustainable clothing lacks style and variety.
The research recommends implementing a conscientisation campaign targeting youth to raise awareness about the fashion industry's environmental and social ramifications. It suggests integrating innovative marketing strategies and immersive experiences to engage and educate young people about sustainable fashion. Collaboration with educational institutions, industry experts, and sustainable fashion brands is recommended to enhance the credibility and practicality of educational initiatives.
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CC BY-NC Attribution-NonCommercial 4.0 International